February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 HELEN M. OVERLAND PodCamp Toronto, 2009 Increasing Audience Share Using Google Analytics

Increasing Audience Share Using Google Analytics February 21, 2009 Today: Who Am I? Use Your Tools Find the Referring Page Better Track Social Media Traffic Actually Log In Sometimes Helen M. Overland | PodCamp Toronto 2009

Today:

Who Am I?

Use Your Tools

Find the Referring Page

Better Track Social Media Traffic

Actually Log In Sometimes

Increasing Audience Share Using Google Analytics Who Am I? Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com Online marketing projects with large well-known brands Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget Almost a decade of experience Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com

Online marketing projects with large well-known brands

Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget

Almost a decade of experience

Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! On-site Search Tracking Find out if you have usability barriers See what content people want Custom Filters Visitor Segments Custom Reports February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

On-site Search Tracking

Find out if you have usability barriers

See what content people want

Custom Filters

Visitor Segments

Custom Reports

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! Set up on-site search tracking: yoursite.com/index.php?q=test q is the search parameter February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

Set up on-site search tracking:

yoursite.com/index.php?q=test

q is the search parameter

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! On-site Search Tracking Custom Filters Exercise control over your data Gain better insight into visitors Visitor Segments Custom Reports February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

On-site Search Tracking

Custom Filters

Exercise control over your data

Gain better insight into visitors

Visitor Segments

Custom Reports

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! On-site Search Tracking Custom Filters Visitor Segments Not all visitors behave the same Find out how different segments behave Custom Reports February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

On-site Search Tracking

Custom Filters

Visitor Segments

Not all visitors behave the same

Find out how different segments behave

Custom Reports

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! Visitor Segments February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

Visitor Segments

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! On-site Search Tracking Custom Filters Visitor Segments Custom Reports Compile the information you need February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

On-site Search Tracking

Custom Filters

Visitor Segments

Custom Reports

Compile the information you need

Increasing Audience Share Using Google Analytics Use Your Tools Know What’s In Your Toolbox! Custom Reports February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Know What’s In Your Toolbox!

Custom Reports

Increasing Audience Share Using Google Analytics Finding the Referring Page Default Google Analytics: February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Default Google Analytics:

Increasing Audience Share Using Google Analytics Finding the Referring Page Default Google Analytics: The Information We Want: February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Default Google Analytics:

The Information We Want:

Increasing Audience Share Using Google Analytics Finding the Referring Page How to Get Full Referring Page Information Step #1 – Create a new profile & add this filter: February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Get Full Referring Page Information

Step #1 – Create a new profile & add this filter:

Increasing Audience Share Using Google Analytics Finding the Referring Page How to Get Full Referring Page Information Step #2 – Create the following Custom Report: February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Get Full Referring Page Information

Step #2 – Create the following Custom Report:

Increasing Audience Share Using Google Analytics Finding the Referring Page How to Implement Full Referring Page Information Step #3 – Wait a few hours, then check your custom report: February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Implement Full Referring Page Information

Step #3 – Wait a few hours, then check your custom report:

Increasing Audience Share Using Google Analytics Better Track Social Media Traffic Why? Track referrers more accurately – know where to spend your efforts Find out which services drive the most traffic Spend more time interacting with networks that work for you February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 What to Track: Twitter Facebook LinkedIn Banner Ads Email Links Etc.

Why?

Track referrers more accurately – know where to spend your efforts

Find out which services drive the most traffic

Spend more time interacting with networks that work for you

What to Track:

Twitter

Facebook

LinkedIn

Banner Ads

Email Links

Etc.

Increasing Audience Share Using Google Analytics Better Track Social Media Traffic How to Implement Campaign Link Tagging Step #1 – Use the Google URL Tool to create the tracking link http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Implement Campaign Link Tagging

Step #1 – Use the Google URL Tool to create the tracking link

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

Increasing Audience Share Using Google Analytics Better Track Social Media Traffic How to Implement Campaign Link Tagging Step #2 – Send the link out February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Implement Campaign Link Tagging

Step #2 – Send the link out

Increasing Audience Share Using Google Analytics Better Track Social Media Traffic How to Implement Campaign Link Tagging Step #3 – Wait a few hours, then check your campaigns February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

How to Implement Campaign Link Tagging

Step #3 – Wait a few hours, then check your campaigns

Increasing Audience Share Using Google Analytics Actually Log In Sometimes Analytics Data on a Server is Useless Log in, Look at trends: Total traffic Referring sites, pages & campaigns Popular content Look at your segments Above all, make a decision and DO SOMETHING February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Analytics Data on a Server is Useless

Log in, Look at trends:

Total traffic

Referring sites, pages & campaigns

Popular content

Look at your segments

Above all, make a decision and DO SOMETHING

Increasing Audience Share Using Google Analytics Summary: Use the tools available to locate problems and increase content your audience wants Track the full referrer of pages to increase understanding of how people see your site Track your outreach efforts to see what’s working and drop what’s not Actually Use the Data to make an action plan February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Summary:

Use the tools available to locate problems and increase content your audience wants

Track the full referrer of pages to increase understanding of how people see your site

Track your outreach efforts to see what’s working and drop what’s not

Actually Use the Data to make an action plan

Thank You! Helen M. Overland [email_address] nonlinearcreations.com MsSEM.com Follow Me: twitter.com/semlady Download this presentation after Monday, Feb 23 rd at: cli.gs/analytics February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

Helen M. Overland [email_address]

nonlinearcreations.com

MsSEM.com

Follow Me: twitter.com/semlady

Download this presentation after Monday, Feb 23 rd at:

cli.gs/analytics